Economy & Market

Like any other investment, marketing and branding must also give good returns.

Published

3 years ago

October 14, 2021

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BK Singh

Sr. ED-Group Marketing & Corporate Communication Dalmia Cement (Bharat)

Dalmia Cement (Bharat) bagged two awards at the Global Brand Excellence Awards 2013, an event organised by the World Brand Congress in Mumbai. The company was felicitated with the Â´Effective use of Marketing Communication AwardÂ´ for higher alite low celite (HALC) campaign in the North East and also the Â´Emerging Brand-North EastÂ´ award. ICR interacted with BK Singh to know what lies behind their award-winning performance. Excerpts.

How important is branding for cement industry?

Branding is certainly important for all the stakeholders. To customers, it offers assurance, and to masons, it helps developing a reputation in the market. A branded product is easy to sell for dealers. They can focus more on their business rather than convincing a customer about the merits of a product.

Do you have different branding strategies for rural and urban markets?

Yes. The strategy does vary depending on the awareness of the consumer about the product. In rural areas, consumers depend on different sources of assurance such as friends, relatives, masons, contractors, etc. Social marketing and influencer management plays a key role.

Does celebrity endorsement add value to a brand?

Value derived from celebrity endorsement depends on the market situation. For new or relatively lesser-known products, celebrity endorsement helps significantly as it adds a sense of familiarity and assurance to the product. Whereas, if the product is well established, then celebrity endorsement does not have much impact. Branding via celebrity endorsements also depends on the type of industry. For a lifestyle product, celebrity brings value, but for a functional product, celebrity endorsement may not be that relevant.

How does one evaluate RoI in branding?

Marketing and branding, like any other investment, must give good returns. We measure RoIs on the basis of several success metrics. A good branding exercise will pay off in the terms of increased market share, increased pricing power, or generation of a new niche segment for the product. It pays in all or a combination of these areas. The time required to get these results depends on the type of effect you are trying to bring in. If it is some discount or instant gratification to consumers, the results will be visible immediately. Brand building is a slow process, and the results will start getting reflected one year after the branding exercise starts.

IsnÂ´t it simpler to incentivise dealers to sell a product rather than spending on branding efforts?

A dealerÂ´s primary role is to make the product available to the consumer and increase its market reach. Giving incentive to dealer does give an initial push to sales but that does not last long. After all it is tedious for the dealer to explain the benefits of a product to the consumer every time. He will rather want to stock a product, which is demanded by the consumer. Branding creates that pull from the customer.

According to me, both-branding exercise and incentives to dealers-are important tools for marketing a product. One should use these tools depending on the situation. In a new market, incentives to dealers may help but the brand must subsequently stand on its own.

Concrete

15th Cement EXPO: A Step Forward in Cement Innovation

Published

7 days ago

January 17, 2025

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Mumbai

Following the immense success of the 14th Cement EXPO, held on December 14-15, 2023, at the Manekshaw Centre, New Delhi, the next edition of this premier event is set to take place in March 2025. The 15th Cement EXPO will be hosted at Yashobhoomi, Delhi, on 12th and 13th November 2025.

Meanwhile, the Cement Expo Forum 2025 is scheduled for 5th and 6th March 2025 at Taj Krishna in Hyderabad. This exciting 3-in-1 event, organised by FIRST Construction Council (FCC) and Indian Cement Review (ICR), will bring together industry leaders, innovators, and stakeholders to discuss the future of the cement sector.

Building on the Success of the 14th Cement EXPO

The 14th Cement EXPO was widely praised for its strong participation, attracting over 1,500 senior managers and decision-makers from across the cement industry. The event was inaugurated by Dr. Vibha Dhawan, Director General of TERI, and Ali Emir Adiguzel, Founder and Director of the World Cement Association, alongside Pratap Padode, Founder of FIRST Construction Council (FCC). The two-tiered exhibition space featured cutting-edge products and innovations from top companies within the cement industry’s supply chain.

The event also garnered significant support from key government bodies, including the Ministry of Road Transport and Highways, Government e-Marketplace (GeM), and the Department for Promotion of Industry and Internal Trade (DPIIT), Ministry of Commerce and Industry, Government of India (GoI).

Recognition and Excellence in the Cement Industry

The 7th Indian Cement Review Awards celebrated excellence by presenting awards to 11 companies in various categories, recognising their contributions to growth and innovation within the industry. Notably, Parth Jindal, Managing Director of JSW Cement, was honoured with the prestigious Indian Cement Review – Person of the Year Award 2023. Meanwhile, Vinita Singhania, Vice Chairman and Managing Director of JK Lakshmi Cement Ltd, received the Lifetime Achievement Award for her outstanding leadership and contributions to the sector.

A Vision for Sustainability

With the theme of “Driving Sustainability Through Technology,” the 9th Indian Cement Review Conference hosted thought-provoking discussions and presentations, highlighting the industry’s commitment to adopting innovative, sustainable practices. The conference served as a platform for dialogue on the latest technological advancements aimed at transforming the cement sector, addressing key challenges, and fostering growth.

What to Expect from Cement EXPO 2025

The 15th Cement EXPO, along with the 10th Indian Cement Review Conference and the 8th Indian Cement Review Awards, is set to be even bigger and more impactful than the 2023 edition. With an expanded exhibition space, greater participation, and more in-depth discussions, the 2025 event will continue to drive the industry forward. This 3-in-1 event promises to be a pivotal moment in the ongoing transformation of the cement sector.

As the industry evolves, the 15th Cement EXPO 2025 will serve as a crucial platform for showcasing innovations, discussing emerging trends, and forging new partnerships to shape the future of cement and construction.

For more details:

Cement Expo Forum 2025: https://cementexpo.in/forum

15^th Cement Expo 2025: https://cementexpo.in/

FOR CONFERENCE SPONSORSHIPS

Sheetal Talreja

Mob: +91 842 2874 030

Email: sheetal@IndianCementReview.com

FOR EXHIBITION/SPONSORSHIPS

Sujoy Gomes

Mob: +91 865 7795 881

Email: Sujoy.g@ASAPPinfoGlobal.com

FOR SPONSORSHIPS

Ratan Rajbhar

Mob: +91 842 2874 021

Email: ratan.r@ASAPPinfoGlobal.com

Concrete

Construction sector growth slows to 8-10% for FY2025: ICRA

Published

1 week ago

January 15, 2025

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The revenue growth for construction companies in FY2025 is projected at 8-10 per cent, down from the earlier estimate of 12-15 per cent, according to ICRA. This marks the slowest growth in three years, driven by factors such as the Model Code of Conduct in Q1, prolonged monsoons, and milestone-based billing in Q2, particularly affecting road-focused players.
ICRA’s analysis of 19 companies with a combined turnover of Rs.1.28 trillion in FY2024 shows modest revenue growth of 1.5 per cent YoY in H1 FY2025. While execution is expected to improve in H2, FY2025 growth remains below the historical CAGR of ~15 per cent (FY2018-FY2024).
Order inflows in urban transport, water and sewage projects are healthy, but road-focused entities face challenges due to muted inflows and high competition. Operating margins are projected to remain range-bound at 10.5-11 per cent, with debt levels rising to manage working capital needs, though debt coverage metrics remain stable.

Concrete

SANY India expands Pune factory to boost production capacity

Published

1 week ago

January 15, 2025

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SANY India inaugurated a cutting-edge factory expansion at its 90-acre Pune facility, elevating its production capacity to over 14,000 units annually, alongside a robust fabrication capacity of 100,000 metric tonnes.

The advanced facility reinforces SANY’s commitment to ‘Make in India’ by enhancing localised manufacturing and supporting global exports. Chairman Xiang Wenbo highlighted the strategic importance of India as a global hub, while Vice Chairman Deepak Garg emphasised the expansion’s role in driving innovation and infrastructure development. This investment enhances efficiency, reduces timelines, and strengthens SANY’s leadership in the construction equipment sector.